Staycations were the Order of the Day this Summer, but Public Still Splash out on Holiday Treats,
According to 11850’s Summer Calls Index

– Home improvements also proved a popular summer pursuit –

10/09/2010

11850 Directory Enquiries, Ireland’s original independent directory enquiry service has today announced
its calls index for Summer 2010. The index demonstrates call trends in the lives of Irish citizens over
the summer months, and it is evident that, although foreign holidays were not on the cards for many this
year, those spending staycations in Ireland made the most of what the country has to offer!

It appears many spent their summer holidays following the fun around Ireland rather than taking trips
overseas, with number requests for Hotels (+27%), B&Bs (+32%), Guest Houses (+81%) and Holiday
Homes (+58%) all increasing on Summer ‘09, while requests for Travel Agents decreased by 40%.

Colin Lewis, Chief Marketing Officer, 11850, commented, “The figures from the summer calls index
indicate that Irish citizens are once again falling in love with the fun that can be had in their own
country. While they may not have wanted to splash out on foreign holidays, they were still treating
themselves nonetheless! With the money saved on flights it appears that Irish ‘staycationers’
splashed out on arriving in style, with increases in requests for Chauffeurs (+188%) and Limousine
Hire (+28%), as well as Hairdressers (+10%) and Tanning Studios (+19%).”

While some spent their hard-earned holiday cash on entertainment, socialising, and beautifying themselves,
others used their time off over the summer to give their homes a make-over. The 11850 calls index saw
requests for Painting Contactors (+87%), Curtain Shops (+36%), Carpet Cleaners (+88%) and Landscape
Gardeners (+14%) all increasing on summer ‘09.

Finance:
Good news for personal finances, as there has been a decrease in requests for:

– Debt collectors -44%

– Pawnbrokers -17%

-ENDS-

Editors Note:

11850 is Ireland’s original independent directory enquiry service. Celebrating its tenth anniversary of service, 11850 is committed
to providing callers the highest levels of service, accuracy and courtesy. 11850 joined the kgb family of businesses in 2006. kgb is the
world’s largest independent provider of directory assistance and enhanced information services.

11850 is market leader in text directory enquiries in Ireland and is the second largest voice directory assistance operator. Recognised as
a leading innovator, 11850 was the first to introduce value added services such as free number textback, and remains the only DQ operator
offering free search via the web.

The numbers in this report are drawn from call data, broken down by the 11850’s directory system into
categories. Further information is available on request, but note that call volumes for individual categories
and data on individual business and brands will not be made available. The report involves comparing the call
volume changes in Summer 2009 with those of Summer 2010. The data is published in good faith, and every
reasonable effort has been taken to ensure the data is accurate. It is published in the interests of the
public provision of objective and useful data. The company cannot be held responsible for the onward usage
of such data, or its interpretation. The commentary provided above is not intended to be a definitive
analysis.